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This paper critically examines the effectiveness of male anchor in cross-gender endorsements and questions whether it can truly deliver positive outcomes for advertisers in the context of live streaming. It explores the underlying mechanisms of this effect by examining the mediation effect of perceived gender-identity incongruence and the moderation effect of anchor presence.

Three experiments are conducted to examine the effect of cross-gender endorsement on purchase intention.

The findings from three experiments provide empirical evidence that the endorsement of female-gendered products by male anchors leads to a significant decrease in the evaluation of these products among female consumers. This negative effect is mediated by a sense of gender-identity incongruence experienced by female consumers. Furthermore, the study demonstrates that female customers exhibit higher purchase intent for female-gendered products endorsed by male virtual anchors compared to real anchors; however, the same pattern was not observed in the case of female anchors.

This paper empirically examines the possible negative effects of the male anchor endorsement in the live streaming context. It reveals the underlying mechanism of this negative effect, and how the virtual “presence” take a role in this underlying mechanism.

The number of people being identified as non-binary and genderqueer (NBGQ) is rapidly increasing, but the literature offers scant guidance for organisations aiming to offer these workers an inclusive environment in which they feel that they belong. This study explores how the positive experiences of NBGQ individuals contribute to their sense of belonging in the workplace.

In-depth, semi-structured interviews were conducted with five participants, exploring their positive experiences of belonging at work and the data were analysed using interpretative phenomenological analysis (IPA).

Three higher-order themes were created: allowing authenticity; social support and creating inclusive culture. Findings from this study suggest that NBGQ authenticity, perceived colleague social support and the proactive creation of inclusive organisational cultures interact to develop a sense of belonging for NBGQ individuals in the workplace.

Empirical studies on the experiences of non-binary people at work are almost non-existent. Existing research predominantly explores the negative experiences of NBGQ individuals as a subset of a transgender demographic. This article focuses specifically on the experiences of NBGQ workers and thus contributes to filling this gap in the literature.

Gender inequality and age discrimination persist in the Higher Education (HE) sectors. The significance of gendered health at middlescence, including peri/menopause, is often negated. This article explores women’s lived experiences of gendered health issues at middlescence in the neoliberal academy through an intersectional lens.

Two female academics engaged in dialogic narrative using duoethnography addressing their experiences of gendered health issues in a UK Higher Education Institution (HEI). They recorded intentional written reflections and met to explore their experiences over a four month period. Thematic analysis was applied to analyse their responses.

Both women considered how they self-advocated for their own care at the stage of middlescence whilst seeking health support and in accessing accommodations in the HE workplace. This process impacted on the construction of their professional identity and on their self-concept as social work academics at the dynamic intersection of age, gender, ethnic, social and professional status.

This article uniquely foregrounds two female academics’ lived experiences of middlescence in a UK HEI conceptualised through an intersectional lens. Their experiences are explored in the context of gendered age discrimination in HE sectors that are perpetuated through masculinized forms of career progression and management. The concept of the ideal academic, a white male, unencumbered by domestic responsibilities, is contested through consideration of care ethics. We acknowledge that forms of epistemic injustice silence women’s narratives in the neoliberal academy but highlight recommendations to enable their stories of gendered health discrimination to be heard.

Social entrepreneurship, leveraging economic activities to achieve social benefits, offers women the opportunity to freely and actively shape the contours of their work in meaningful ways. This study aims to examine how Chinese women use job crafting in social entrepreneurship to align their gender identity, forge meaningful work and new relationships and navigate mixed gender expectations.

The study is based on 19 in-depth interviews with young women engaging in social entrepreneurship in China. Using a grounded theory approach, the study explores how women craft their gender identity into the unconventional career path of creating their social venture, focusing on the creative combination of task, relational and cognitive crafting in shaping social entrepreneurship.

The findings suggest that women make social entrepreneurship meaningful by actively aligning their gender experiences to delineate a relational and cognitive causal path between their social enterprise, their identity as women and their moral values. By working for a larger social cause, women may cognitively reframe their gender identity to compromise financial performance for social impact.

Current studies on social entrepreneurship in China have yet to examine its development through a gender lens. This study uses job crafting to highlight the distinctive gender meaning-making process for Chinese women to enhance their work identity and to challenge normative gender expectations. The study shows that job crafting enables women to view their social ventures as a means of gender empowerment, helping them to reconcile the paradoxical pressures of normative gender expectations and scaling up their businesses.

Romanian women migrant entrepreneurs (RWMEs) are amongst the largest EU migrant communities in the UK and make significant socioeconomic contributions to both their host and origin nations, but academic research and policy discussions have ignored them. Intersectionality raises complex contextual issues that require comprehensive examination and inclusive policies and programmes. This study is aimed at exploring how Romanian women migrant entrepreneurs experience their transnational intersectional journeys of belonging, as they create, negotiate and enact their intersectional identities of the country of origin, gender and being entrepreneurs in the UK and Romania.

This Interpretative Phenomenological Analysis (IPA) draws on draws upon Crenshaw's (1991) intersectional and Social Identity theories (Tajfel and Turner, 1979) to investigate how nine interviewed RWMEs have experienced their transnational journeys of acculturative belonging in the UK and Romania.

The study findings show how RWMEs undo and negotiate their intersecting identities to adhere to socio-cultural standards in both their host and native nations. In the UK, they feel empowered as women entrepreneurs, but in patriarchal Romania, their entrepreneurial identity is revoked, contradicting the prescribed socio-cultural roles.

This study responds to the call regarding inequalities in entrepreneurship opportunities (Vershinina et al., 2022). By focussing on the understudied community of RWMEs and exploring new intersectional and transnational contextual insights, it contributes to the literature and practice of migrant entrepreneurship. These empirical findings are essential for the development of evidence-based, disaggregated entrepreneurship programmes and policies.

This study responds to the call regarding inequalities in entrepreneurship opportunities (Vershinina et al., 2022). By focussing on the understudied community of RWMEs and exploring new intersectional and transnational contextual insights, it contributes to the literature and practice of migrant entrepreneurship. These empirical findings are essential for the development of evidence-based, disaggregated entrepreneurship programmes and policies.

There is a gap in understanding with regards to the discrimination and prejudice experienced by gay entrepreneurs. To address this, an intersectional perspective is adopted to facilitate a better understanding of how lesbian and gay entrepreneurs may experience heterosexism.

This qualitative study uses semi-structured interviews to explore the experiences of 14 lesbian and gay entrepreneurs as they navigate homophobia and heterosexism.

The study contributes novel insights to the field of entrepreneurship, extending the study of lesbian and gay entrepreneurs to include gender and a fine-grained analysis of the experience of heterosexism. Its inclusion of an intersectional perspective of the lesbian-female entrepreneur expands the emerging body of literature examining intersectional identities of minority entrepreneurs.

The authors provide a more nuanced understanding of the impact of heterosexism on LGBT+ entrepreneurial activities. This is facilitated by the authors' adoption of an intersectional perspective which shows how the different axes of identity influenced gender identity performance in relation to the model of perceived neutrality in LGBT+ entrepreneurship. The authors also make an original contribution to minority stress literature through the authors' exploration of one facet of minority entrepreneurship, namely the impact of heterosexism on LGBT+ entrepreneurial activities.

This paper examines the impact of lived experiences and attitudinal blueprints on researchers within the context of masculinities research. It explores the negotiation of gendered roles, exploring how personal narratives shape our engagement in gender research and the collaborative process of meaning-making. It discusses the methodological tensions surrounding narrative research and naturalistic inquiry when investigating masculinities.

Adopting a feminist post-structuralist lens, this paper analyses the discursive nature of masculinities and its theoretical and historical construction, alongside the use of narrative research methodologies in research practices.

The paper reinforces the importance of feminist frameworks in deconstructing gender norms and challenging implicit assumptions. The role of reflexivity in the research process and the potential for researcher subjectivity as a resource is emphasised. Drawing on existing scholarship and the authors' empirical research experiences, the importance of researcher reflexivity in recognising the potential for gender performativity in the research setting is emphasised, especially in gendered research spaces and when engaging with methodologies tacitly understood through gendered ideological lenses.

The paper contributes to ongoing scholarly discussions exploring the intersection of gender, theory and practice.

The paper's theoretical exploration contributes to understandings of gender dynamics in research and offers insights into the complexities of conducting masculinities research from a critical perspective. The paper contributes to ongoing scholarly discussions exploring the intersection of gender, theory and practice.

This study aims to examine whether skilled female migrants can overcome gender constraints and social stigma attached to women’s service work in host societies.

Based on interviews with 40 women who moved from mainland China and entered Hong Kong’s cross-border insurance business, the study examines how highly educated young women negotiate gender expectations and mobilize social networks in doing business.

This study finds different strategies women used in mobilizing social networks and constructing gender identities: some relied heavily on the warm market – networks of their family, relatives and friends – in doing business and developed careers by performing dutiful daughters, considerate “nieces” and caring “sisters”; some women also relied on the warm market but their jobs were regarded as nonconventional, and they had to deal with suspicions of inappropriate and instrumental womanhood and tried to prove themselves and gain support in the warm market; some women relied mainly on the cold market – connections with strangers – and performed feminine affinity to expand client networks away from judgments of families and friends; and some other women chose to expand the cold market by cultivating a professional image among strangers.

The findings speak to previous research about women’s subordinate roles in migrant networks and their devalued femininity in service work by illustrating women’s diverse forms of agency in negotiating gender identities in the stratified service sectors.

This study aims to examine how women entrepreneurs in Kazakhstan's male-dominated sectors utilize the concept of positionality to navigate and redefine gender norms, focusing on their engagement with entrepreneurial masculinities and femininities. It explores the transformative potential of their strategic actions on gender dynamics within the entrepreneurial ecosystem.

Employing qualitative research through 27 in-depth interviews, this study adopts constructivist grounded theory to delve into how women entrepreneurs interact with gender norms within their entrepreneurial context. This approach highlights the dynamic interplay between gender norms and the strategies employed by women entrepreneurs to navigate these challenges.

The findings reveal that women entrepreneurs actively employ and navigate entrepreneurial masculinities and femininities as strategies to challenge traditional gender roles. Their approaches vary from conforming to, challenging and creatively redefining the gendered expectations encountered in their entrepreneurial journey. This demonstrates their agency in reshaping gender norms and contributing to the diversity of gender performances within the domain of entrepreneurship.

While focused on Kazakhstan, the study's findings suggest broader implications for understanding gender dynamics in entrepreneurship across different cultural contexts. Future research could extend this inquiry to varied sociocultural settings, employing post-structuralist and ethnographic methodologies to further explore the performance of gender roles and the negotiation of belonging in entrepreneurial contexts.

By foregrounding the concept of positionality, this study enriches the dialogue on gender dynamics within entrepreneurship, offering fresh perspectives on the agency of women entrepreneurs in male-dominated sectors. It illustrates how gender identities and performances are not fixed but are actively constructed and negotiated, contributing to the evolving landscape of entrepreneurial masculinities and femininities.

The study deploys Anthias' intersectional framework of social spaces and her concept of translocational positionality to explore the barriers to entrepreneurship for refugee entrepreneurs in the United Kingdom (UK). In particular, the study aims to assess how migrant identities require a specific form of business support.

A total of 32 semi-structured interviews with 14 refugee entrepreneurs and 18 business support agents were conducted between April and October 2022 and, together with field notes, were combined for thematic analysis in NVivo 12.

Organisational, representational, intersubjective and experiential barriers combined to create practical and psychological deterrents to entrepreneurship for refugees. However, an explicitly humanistic and de-centred approach to business support was (partially) able to counter such barriers.

Policymakers and business support agencies should consider intersectional characteristics and the importance of a compassionate and individual approach when designing business support programmes for refugee entrepreneurs.

Two intersectional concepts of social spaces and translocational positionality are brought into conversation with each other, creating a novel approach to framing the barriers to entrepreneurship for refugees.